Tag Archives: PR

So that’s that then. Joe Kinnear is Newcastle United’s new Director of Football and the word ‘crisis’ is yet again being chucked around to describe another episode of high farce that has unfolded on Tyneside. A fair assessment?

I’d say so. Not only is it a crisis, but it’s one completely of Newcastle United’s own making. Employing the unemployable is bad enough, and I’m sure there’ll be chapter and verse written on that subject by people far more qualified to comment than I, but the sound of silence has inflamed a delicate situation.

A carefully worded statement wouldn’t have solved all the club’s woes. They would’ve still been in full damage limitation mode. Kinnear isn’t the most polished interviewee the world of football has ever seen, nor does he care much for facts. His record at press conferences during his first stint at Newcastle United should’ve served as fair warning and it should’ve been made clear to him that he wasn’t to talk to the press a) until the club announced the appointment and b) he was then only to do so through official channels/with the express consent of the club. Considering Joe did neither we can only assume these instructions were not conveyed.

It must be said that I do not believe any fault lies with the club’s media team for this disaster. None at all. It’s apparent they were hamstrung, I assume by the hierarchical structure in which they’re expected to work, and simply unable to say anything until they’d had word from on high. Considering the deal was apparently done on Sunday afternoon such a delay suggests to me a lack of understanding of the role of public relations from those in charge.

If clubs can learn anything from this sorry saga it’s that they desperately need PR knowledge and representation at boardroom level. At no point over the past few days has any one of the decision makers stopped to think how this would be received by the fans, how to announce this decision or even whether letting their own employee loose on the media would cause further woe. The individuals who had the expertise to at least attempt to deal with this situation, the employees who had began to build bridges with fans that have since had petrol and a lit match chucked on them, were left in the dark.